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Cadbury Kraft Creme Egg

Kraft to extend range with Cadbury Screme Egg


By The Drum Team, Editorial

September 19, 2011 | 1 min read

Kraft is to release a limited edition Cadbury Screme Egg for six weeks, following a successful trial in Asda last year.

From 17 October, Kraft will embark on an integrated marketing campaign for the green goo filled Cadbury Screme Egg in order to increase consumer awareness and drive sales. The campaign, involving outdoor, PR and digital activation, will be carried out by Fallon, PrettyGreen, CMW and PHD.

Two different outdoor executions, produced by Fallon, follow Screme Egg as it puts itself into gruesome situations in order to get its goo out in a Halloween-esque style. Using Grocery 6 sheets, high street phoneboxes and animated digiscreens in Glasgow, Manchester, Liverpool and Birmingham, the campaign will be supported by a build-up campaign across PR, digital and in-store point of sale.

Natasha Briant-Evans, brand manager for events, said: “After a very successful trial in 2010, Cadbury Screme Egg is back, bringing with it some gruesome gooiness to the Halloween season. Consumers will enjoy its unexpectedly green yolk, giving them the opportunity to enjoy the classic taste of a Creme Egg out of the usual Easter season.”

Cadbury Kraft Creme Egg

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